said 1 year, 3 months ago:
You might say there are two parts of a marketing plan. The first is the target market, problems your clients have, outcomes you deliver with your product or service, etc. That’s the higher-level strategy.
But then there’s the tactical plan.
This is the list of action items in your plan. I recommend making a separate action plan for each of your specific strategies i.e., Social Media/Blogging, Networking, E-zine, Speaking, etc. If you mix them all together, you have a very random plan with a lot of to do’s but not a sequential plan with clearly defined steps.
So you might say a marketing action plan is like a recipe. It starts with the ingredients, then mixing and then cooking. These must be done in the right order or you don’t get the result you want. Also, for most steps in the action plan there are action items and communication pieces.
Let me give an example.
A “Speaking Marketing Action Plan to Professional Groups”
Action – Develop talk and promo pieceCommunication – Speaker’s kit or section on website
Action – Call organizationsCommunication - Calling script
Action – Send package by mail or emailCommunication - Cover email/letter + speaker’s kit
Action – Follow-up callCommunication - Calling script
Action – Giving the talk itselfCommunication - Handouts, overheads
Action – Pitch at the end of talk to get biz cards for listCommunication - Script for pitch
You have to put all of these in the right order, and then develop the necessary materials and scripts and go into action.
You can find specific marketing action plans like this in many books. In this case I’d look for a book on giving talks to promote a business. I’d look on Amazon and buy it and learn all the things that work and then put them into a plan as above. Then I’m ready for action. Test, evaluate, fine-tune, repeat.
You really need 3 things to be successful with any marketing action plan.
1. Knowledge of what to do to make this strategy work.
2. A written step-by-step plan that is organized and follows the right sequence.
3. The discipline to carry out the plan.
Using this methodology I’ve developed my own plans that have generated 20 new clients for a one-year program in a period of six weeks. Now I just repeat that plan every year and generate most of my income for the year. I use several strategies such as my e-zine, teleclasses, etc.
More ideas on marketing for Independent Professionals at my blog: http://actionplan.com/blog
Cheers, Robert Middleton